The effects of consumer experience and disconfirmation on the timing of online review: Field evidence from the restaurant business

• Published in: International journal of hospitality management 2020-01, Vol.84, p.102344, Article 102344
• Main Authors: Li, Hengyun, Xie, Karen L., Zhang, Zili
• Format: Article
• Language: English
• Subjects: Consumer experience; Disconfirmation; Online review timing; Restaurant
• ISSN: 0278-4319; 1873-4693
• DOI: 10.1016/j.ijhm.2019.102344

•This study explores the effects of consumer experience and disconfirmation on the timing of online review.•A paired data set of consumer reservation records and online review was used.•There is a reverse U-shaped relationship between consumer experience and online review posting timing.•Disconfirmation has a negative effect on the consumer’s online review posting speed.•There is a significant interaction effect between disconfirmation and consumer experience on review posting timing. This study investigated the effects of consumer experience and disconfirmation on the timing of online reviews. Based on a unique dataset of restaurant reservations and online reviews, the empirical results indicate that (1) there is a reverse U-shaped relationship between consumer experience and online review posting timing, i.e., consumers who have strongly dissatisfying or satisfying experiences tend to post online reviews earlier than consumers who have moderate experience; (2) the disconfirmation between a customer’s experience and the average rating of prior reviews has a negative effect on his or her online review posting speed; and (3) the effect of disconfirmation on review posting speed is substantial for consumers who have strongly dissatisfying or satisfying experiences, while it is weaker for consumers who have moderate experience.